LinkedIn is a social media powerhouse when it comes to building a brand because its demographic is made up of decision-makers. Using the social platform guarantees that you are dealing with people who mean business. But before you create a company profile, there are a few aspects you should keep in mind.
For instance, business owners should employ a white hat SEO technique to selling on LinkedIn, meaning that you do not have to push your product. You must create interest in your brand so your audience become potential customers on their own. You generate interest by engaging with, guiding and educating your online audience.
Before you create a company page, build your own profile and ensure that a significant number of your employees also have a profile. There is a strategic reason for this. When a visitor lands on your company page, they instantly search for a connection to your business. They want to see who owns the business and who works there so they can answer the silent question, “Can I see myself working with this business?” Let’s look at more advertising ideas to help you master the LinkedIn platform.
Craft an outstanding company page
When you create your LinkedIn company page, make sure you include ample opportunities for prospective customers to learn more about your company. Do not think within the confines of LinkedIn, potential prospects will find your company through this platform or off it. A well-optimised page will help your business gain visibility. Make sure you incorporate relevant keywords into the company profile information. If you’re unsure of which ones to use, think of the phrases your potential customers might be using when they’re searching for your product or service. Lead with powerful, keyword-rich copy because Google only previews up to 156 characters of the page text. Once it’s live, link your page to your website, emails, newsletters, blogs and other marketing touchpoints to drive traffic to it. And lastly, create valuable content.
Content that drives conversion
Sponsored content on LinkedIn reaches a targeted audience because it will display in their feed. It does this by showing content to prospects matching the description of your ideal customer. Business Insider Intelligence’s Digital Trust Report states that LinkedIn is three times more trusted to deliver valuable content than any other social platform, making it a suitable space to promote your brand.
Research done by Edelman and LinkedIn shows that 37% of decision-makers have added a business to a Request for Proposal opportunity after consuming a thought leadership piece from that business. LinkedIn offers reliable data because users are eager to keep their information up to date and frequently engage with content on their feeds.
You need to target correctly to make the most of this data. Do not use as many targeting options as possible available to you. Choose two or three options at the most. Some of the available options include using LinkedIn profile data to target your audience’s skills, the industry they work in, the size of the business they work for, job title or where they are based.
To choose the right content to promote, start with what’s already popular. Be sure to promote content that conclusively establishes the business as authoritative and demonstrates knowledge in the industry. Sharing a trending article unrelated to the company might get you views and engagement, but it won’t help you to obtain clients.
As we’ve established, the future of business operations is online, but that doesn’t mean your office printer should get left behind. Read our blog to learn how to use Xerox ConnectKey’s innovative suite of tools to strengthen your business operations.